crowdsourcing, social production and network economy futures by gerd leonhard ceo summit 08 phuket
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Gerd Leonhard Media Futurist
Decentralized &Social Production
- Network Economy Futures -
Presentationby Gerd Leonhard www.mediafuturist.comOctober 21, 2008Phuket, Thailand
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
I am proud to be standing on the shoulders of giants such as....
Wikinomics (Don Tapscott)The Wealth of Networks (Yochai Benkler)
Here Comes Everybody (Clay Shirky)Crowdsourcing (Jeff Howe)
+ 850 RSS feeds ;)
Read these books!
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist The future is already here...
...it’s just unevenly distributed *William Gibson
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist Drastic role changes are immanent.
Data Pipe
Content Pipe
Service Pipe
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
Note: This is not about technology!
Emerging cultural practices
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
Note: Cultural Differences are always crucial
http://www.flickr.com/photos/bip/
Tokyo
London
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
A crucial message from the Music World:What happens before the Orchestra performs?
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist Truly connected means...We can find out ...anything
We decide who gets to market to usNiches are the new hits
We find out we can actually create things, too!A large node’s actions impact everyone
We collaborate to get very large jobs done, togetherWe collaborate cross-time/border/nation/firm
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist People are sharing like never before
Imagine this x 1000
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
My prediction:2013: 50% of the world’s
‘content’ generated by the Users
User Generated:
Content + Advertising + Marketing + R&D ++
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
The old industrial production model: coordination of resources based on managing investment, labor, or other
scarce supplies. The result: exclusive ownership & control; large firms.
5 things have changed this:
• Virtually free and unlimited computation power
• Low cost data storage
• Increasing network bandwidth
• Ubiquitous mobile access
• Explosive ‘Culture of Participation’
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
Together, Broadband Culture and Mobility will re-define how we
think about:• Privacy• Authority• Ownership / Copyright• Value (period) ‘Selling’ and Marketing• R&D, and Production• Work• Education
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist Formerly
AudienceConsumerListenerCustomerBuyer
Now
UsersCo-CreatorsContributorsPeersProducersPromoters...Buyers 2.0
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
Content UsersContent CreatorsProduct CreatorsService Creators
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
Some related ideas on the current crisis:
‣ Talk to people - have real, 2-way conversations with your stakeholders, partners and customers
‣ Show that you care and that you are pro-active
‣ Help people find answers and solutions
‣ Use the web’s power to reduce costs (!!!)
‣ Try some Freemium ideas (make something free that used to cost $ - and upsell from there)
‣Now is the time to innovate & gain market share!
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
Yochai Benkler (The Wealth of Networks):
“Collaborative projects like Wikipedia and
Linux represent the next stage of
human organization”
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist Downloading ProductsImagine using a software that encodes detailed specifications of something and then seeing that object emerge from a box on your desk no bigger than a microwave oven... (source: ECommerce Times)
"This is a really powerful tool for people to be creative. A lot of the stuff that used to be found only in an R&D laboratory can now sit on your desktop," Malone says. "That means if you have the knowledge and imagination, you don't have tons of capital to make a product." Malone @ Cornell
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
Some masses, together, are beating ‘the Firm’
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
Ideas are the currency of the Future
Large Ideas are not exclusive
to large Entities
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
Crowd-Sourcing Principles
Used to be Is / Will be
Not invented here Proudly Found Elsewhere
Local search Network search
Company Community
Firm owns all Firm earns and keeps trust
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
AG Lafley (CEO): “P&G has about 8,500 researchers; and we figured there are another 1.5 million similar researchers with
pertinent areas of expertise. Why not pick their brains?”
Since Lafley took over the company, its stock price has surpassed its former highs and net profits tripled to $10bn in 2007.
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
So what happens when...
64% of U.S. teenagers create content online
★ They grow up and become professionals?★ They start / run their own companies?★ The tools of cheap production & low-cost, fast
and mobile connectivity finally become available in the so-called developing countries?
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
๏ Professional amateurs only๏ 60.000 part-time photographers๏ 3.5 Million images and 100.000 videos๏ 38 forum posts per minute๏ Paid out $27 Million to creators in 2007๏ 2 Million customers buying๏ Sold for $50 Million to Getty Images in 2005๏ Huge cost savings for design firms etc๏ Great example for lower cost AND higher convenience๏ Great example for the power of Pro-Am sourcing๏ Non-crowdsourced incumbents find it hard to compete
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
Source: Flickr hillarylmrore
Decision Making
Product Development
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
What used to matter...
LocationAge
Gender
RacePedigree
Qualification
Cash
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
What matters now
Merit Credibility
Creativity Quality
Reputation
Innovation
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
Infinitely more than just the sum of its parts
Photo Credit: unknown.. looking!
Tuesday, October 21, 2008
Gerd Leonhard Media Futurist
Summary
• During the next 5 years, most of these massive shifts will
first be exploited in Asia and BRIC (and then, Europe / U.S.)
• Expect massive disruption by newly empowered, networked
& de-central Users and Pro-Ams - and embrace it!
•Disrupt or be disrupted
• Investigate social production and crowd-sourcing ideas
•Relentlessly pursue openness everywhere
Tuesday, October 21, 2008
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